ICCIT: So you think you can design?

The ICCT Council’s social media posts of this colourful ad showcase The Creative Case Competition.

If you follow ICCIT
council on Instagram and Facebook, you may have seen the vivid yellow, blue,
and pink posts advertising a creative case competition.

The Creative Case
Competition is a partnership between Bridgemark and the ICCIT Council that
offers students an opportunity to showcase their skills to industry
professionals with the chance of winning a cash prize as well as an interview
for a summer internship with the Glenn Davis Group, Bridgemark’s parent
company.

Participants designed a
sub-brand for Radical Road Brewing Co. who are set to launch a new line of
products for their younger consumers this spring. Students worked in teams of
one to three to design the product for the 19-35 age range.

I sat down with the
ICCIT Council’s VP External Off-Campus, Kate Pak to discuss the competition.

The competition stemmed
from a previous graphic design competition and a newly formed relationship with
the Davis agency, a sister company to Bridgemark, after the ICCIT Council
organized a company tour in September. The council connected with the staff and
eventually the idea was born.

Their graphic design
competition focused on the design aspect of the industry, but with the case
competition, the council aimed to arrange a more “intricate” media event that
showcased the diversity of student ability. Bridgemark was excited to work with
the ICCIT council to bring their vision to fruition.

The purpose of the
competition is to “demonstrate the skills and abilities of CCIT and DEM
students,” Pak says. Working with Bridgemark provides that opportunity since
they are a branding/creative agency. The competition not only allows CCIT and
DEM students to exhibit their graphic design skills, but it also proves that
they have an understanding of the market and “the campaigning of it.”

Participants signed up
and then submitted their designs along with a one-page market analysis by
February 23. The analysis explains “why their product would be profitable and
their reasons why there is opportunity in the market.” The creative case
competition is a two-part event.

The first part is the
social media voting process. The council posts the designs on their Facebook
and Instagram page for users to vote. The vote is not restricted to UTM
students, Pak says, “Anyone can vote by liking the photo [of the] design they
think is best.”

Then, the teams within
the top percentage pitch their design in-person to Bridgemark. Their analysis
can be used for the presentation for Bridgemark and while Bridgemark converses
with them regarding their proposed product. The analysis serves as preparation
for the big event and also gives the contestants an opportunity to explain their
design decisions.

The prize advertised is
a cash reward and “a chance at a summer internship.” One of the prizes is $100
cash “or a gift card” with an equal monetary value. While Pak acknowledges that
“it is not a lot,” she says the real prize is the chance to be interviewed at
Bridgemark for their summer internship.

Although Pak could not
confirm whether it is a voluntary or paid internship, she emphasized the
incredible opportunity an interview provides. In an interview, the winning team
can get “their portfolios critiqued” as well as “get feedback from real
industry professionals.”

Even if the participant
does not land a summer internship, the experience “adds a lot of value to their
careers, no matter what.” Additionally, the competition gives Bridgemark access
to “a pool of qualified creative candidates,” thus the reward goes both ways.

This competition offers
ICCIT students an opportunity to directly engage with a branding agency and
receive feedback from experts. The experience of the competition, the in-person
pitch, and interview offer invaluable knowledge to ICCIT students which makes
the competition so attractive.

At the end of our
meeting, I asked Pak what participants can take away from the competition.

She mentioned the opportunities available for creative students
and addressed the common feeling that there isn’t a place for creatives, and
counters that “there [are] millions of these creative industries” that offer a
chance at a “full-fledged, successful career.” Although creative abilities
sometimes get dismissed as hobbies, Pak argues that the hobbies can turn “into
a career.”

For
students who don’t think they match up, Pak reminds us that the ICCIT students
are talented and that they “do have a place” in the creative industry.

The Facebook
voting period lasts from February 24 to March 3. On March 5, the top candidates
will be announced, then the candidates will give an in-person pitch at
Bridgemark March 6, and the winner will be announced March 22.